Mental model of tourism entrepreneurs as social value creators: research based on Q methodology

Purpose - Despite the essential role of entrepreneurs in creating social value, there is limited understanding of their mindsets concerning this value. This study aims to investigate the mental models of tourism entrepreneurs regarding the social value they create. We hypothesize that their perspectives on tourism influence the type of value they generate Design/methodology/approach - Q methodology was employed. Initially, a concourse was established in this area, followed by selecting a representative sample of 36 statements. The Q questionnaire was administered to 30 tourism entrepreneurs, and the data were analyzed post-collection. Findings - Three distinct mental patterns emerged from the data: Destination Fans, Host Fans, and Tourist Fans. Among these, Destination Fans were the most prominent, indicating that most entrepreneurs perceive the destination as a critical factor in attracting tourists and developing their businesses. Originality/value - Given the high competition within the tourism sector, many entrepreneurs seek to enhance their competitive positions by creating unique destination identities and tourism services. Consequently, they view the destination as pivotal for attracting tourists. This study illustrates that entrepreneurs leverage various methods to create value in the tourism sector, with differences stemming from their perspectives on the role of entrepreneurship in value creation.